Unica acquires MarketSoft

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Waltham, Mass.—Unica Corp., an enterprise marketing management software company, announced it has acquired MarketSoft Software Corp., a lead management and event-detection application provider, for $7.25 million in cash, as well as “assumed specific liabilities.”

“This acquisition represents a natural extension of Affinium, Unica’s EMM software suite,” said Unica co-founder and CEO Yuchun Lee, in a statement. “With Affinium, marketers generate demand and increased revenue for their organization with marketing that is more precise and customer-driven. The addition of Marketsoft’s event-detection and lead management capabilities takes the power of precision marketing even further for our customers and MarketSoft’s.”

Unica became a publicly traded company in August.

—Carol Krol

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